2 Feb 2006: Edited to add, the 30-second spot is available for download here: MacGyver Ad. Download and enjoy!
Mastercard has published a press release on its new ad featuring Richard Dean Anderson playing MacGyver, giving background and a full rundown of the ad. The ad will premiere during the fourth quarter of the Superbowl and will join the regular rotation of “Priceless” ads in early March. Here is the Mastercard press release:
MasterCard Unveils Ad During the Super Bowl Featuring Actor Richard Dean Anderson
Latest “Priceless” Spot Features “MacGyver,” Highlights Debit MasterCard
Purchase, NY, January 30, 2006 – MasterCard International today unveiled plans to air its latest “Priceless” television execution during the broadcast of Super Bowl XL on February 5, on ABC Sports. The 30-second spot features actor Richard Dean Anderson, who starred as the lead character in the popular 1980s series “MacGyver,” and focuses on the benefits of Debit MasterCard®. It will air during the game’s fourth quarter.
Entitled “MacGyver,” the ad finds Anderson’s character in typical fashion: held hostage in a remote warehouse with time running out on a self-destructing bomb. Cleverly, MacGyver uses the purchases he had made with his Debit MasterCard card — everyday items at a convenience store — to free himself and escape to safety.
“While I’ve had offers to bring the MacGyver character back to life, MasterCard had the sense of humor I felt was needed to bring the character back,” said Anderson. “The commercial really speaks to how oftentimes everyday items are truly ‘priceless’ and can serve as life savers.”
At the end of the spot, consumers are encouraged to visit Priceless.com, a new website containing behind-the-scenes footage and interviews from the filming of the spot.
“Consumers want to be able to purchase the everyday items they need in a way that is easy, quick and convenient,” said Amy Fuller, group head, Americas marketing for MasterCard International. “Because the MacGyver character continues to have a presence in today’s pop culture, we believe featuring him in a Super Bowl ad further articulates the ease and convenience of Debit MasterCard® in a manner that truly resonates with the millions of TV viewers who tune-in to the game each year.”
The spot, which will go into general brand rotation beginning March 6, consists of the following sequence of events:
As a bomb is ticking, MacGyver struggles to free himself from a chair to which he is bound utilizing “Little Tree” air freshener.
Voice over: air freshener: $1.29 on Debit MasterCard
In the nick of time, MacGyver breaks free of the ropes and breaks through a window, only to realize he is dangerously high from jumping to safety. He notices a wire leading to the ground and quickly realizes he has a tube sock in his pocket, which he utilizes as a handle.
Voice over: tube sock: $4
Sliding to safety, MacGyver runs to a broken down truck, which he jump starts — employing a paper clip, ballpoint pen, rubber band, tweezers, nasal spray and turkey baster — and then drives away, narrowly avoiding an explosion caused by the bomb.
Voice over: little things that get you through the day: priceless
The spot culminates with MasterCard’s traditional voiceover, “There are some things money can’t buy…for everyday stuff there’s Debit MasterCard,” and completes with MacGyver in a convenience store purchasing an array of off-the-cuff items, awkwardly avoiding the questioning looks of the cashier.
Cards featuring the MasterCard family of debit brands are accepted in the United States at an estimated 6.1 million merchants and at approximately 396,000 ATM locations. Collectively, acceptance for the family of MasterCard brands is unsurpassed worldwide, currently standing at over 23 million locations.
Creative for MasterCard’s “Priceless” campaign is handled by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Leslie Sims, SVP, Group Creative Director; Audrey Huffenreuter, SVP, Group Creative Director; and Sally Hotchkiss, SVP, Executive Producer.
Thanks to Elyse at sg1_spoilme for the tips!